Pinterest users spend 14 minutes per day on the platform. That makes Pinterest the least time-consuming major social app by a wide margin. TikTok users spend 95 minutes. Instagram users spend 33. Even LinkedIn users spend more daily time scrolling than Pinterest users spend pinning.
What makes Pinterest different isn't just the number. It's why the number is low. Pinterest is built on search and save, not infinite scroll. Users arrive with intent, find what they need, and leave. A UC Berkeley study found that daily Pinterest sessions actually improved well-being, reduced burnout, and helped users sleep longer. No other major platform has that data.
With 522 million monthly active users in 2024 (up 12.2% year-over-year), Pinterest is growing fast while keeping engagement healthy. This page compiles every current statistic on Pinterest screen time, usage patterns, demographics, and what the research says about its effects on mental health.
| ~14 minutes per day - Average time spent on Pinterest globally, the lowest daily usage of any major social platform (Marketing LTB, 2025) |
| 522 million monthly active users - Up 12.2% from 465 million in 2023, with 80% of users outside the United States (Business of Apps, 2026) |
| 42% of users are Gen Z - The fastest-growing demographic on Pinterest, saving Pins at 2.4x the rate of other generations (Charle Agency, 2026) |
| 3.78-month content half-life - The longest of any social platform; an Instagram post's half-life is 19 hours, a tweet's is 49 minutes (RecurPost, 2026) |
| 96% of searches are unbranded - Users come to discover, not to follow specific accounts or compare with others (RecurPost, 2026) |
| 78% of users feel good after using Pinterest - UC Berkeley research found Pinterest sessions buffered burnout and improved sleep quality (Pinterest Business, 2023) |
Table of Contents
- How Much Time Do People Spend on Pinterest?
- Pinterest vs Other Social Media Platforms
- Pinterest User Demographics
- Pinterest Engagement and Content Patterns
- Pinterest Growth Over Time
- AI and Shopping: What Changed in 2025-2026
- Mental Health and Pinterest Usage
- How to Manage Pinterest Screen Time
- FAQ
How Much Time Do People Spend on Pinterest?
Pinterest's usage pattern is fundamentally different from feed-based platforms. Sessions are shorter, more intentional, and less frequent. Users search for something specific, save it to a board, and move on.
Daily and Monthly Usage
~14 minutes per day is the estimated global average time spent on Pinterest (Marketing LTB, 2025; DataReportal). That breaks down to:
- 1 hour 49 minutes per month total (DataReportal)
- 14.2 minutes per session on average across mobile and desktop (SQ Magazine, 2025)
- 15 minutes per visit on mobile; 12.3 minutes per session on desktop (SQ Magazine, 2025)
- 1.6 hours per week or 6.9 hours per month
- ~85 hours per year (3.5 full days)
For context, TikTok users spend nearly 7x more time on their platform daily. Instagram users spend more than double. Pinterest's low daily number reflects its design: search-first, not scroll-first.
Regional Variation
Time spent varies significantly by country. Croatia leads with the highest average time on the Pinterest Android app at 2 hours 36 minutes per month (Notta, 2025). Most other countries cluster around the 1.5 to 2 hour monthly range.
Session Behavior
What users do during those 14 minutes matters as much as the number itself:
- 6.7 Pins saved per visit on average (Charle Agency, 2026)
- 85% of Pins get re-pinned by other users, showing high content circulation (Charle Agency, 2026)
- 25%+ of time on Pinterest is spent shopping or browsing products (SocialPilot, 2025)
- 36.5% of users primarily use the platform to research brands and products (RecurPost, 2026)
- 93% of users use Pinterest to plan purchases (Charle Agency, 2026)
This is intent-driven behavior. Users come to Pinterest to do something, not to passively consume a feed. That's why sessions are short but productive.
Pinterest vs Other Social Media Platforms
Pinterest stands out as the lowest-time major social platform. Here's how daily usage compares:
| Platform | Avg Daily Time | Primary Model |
|---|---|---|
| TikTok | 95 minutes | Algorithm-fed video |
| YouTube | 49 minutes | Recommendation engine |
| 33 minutes | Feed + Stories + Reels | |
| 31 minutes | News feed + Groups | |
| Snapchat | 30 minutes | Messaging + Streaks |
| 24 minutes | Thread-based discussion | |
| 14 minutes | Search + Save |
The difference isn't just time. It's the engagement model. TikTok, Instagram, and YouTube use algorithmic feeds designed to keep you scrolling. Pinterest uses a search-and-save model where the user drives the experience. You search for "kitchen remodel ideas," save the ones you like, and close the app. There's no infinite scroll pulling you deeper.
Content Longevity Comparison
Pinterest content has the longest shelf life of any social platform, which means users don't need to check constantly to see new content:
| Platform | Content Half-Life |
|---|---|
| 3.78 months | |
| YouTube | ~20 days |
| 19 hours | |
| 5 hours | |
| Twitter/X | 49 minutes |
| Snapchat | Ephemeral |
A Pin posted today can still drive engagement four months later. A tweet is functionally dead within the hour. This long content lifecycle means Pinterest doesn't create the same urgency to check back constantly that other platforms do.
Pinterest User Demographics
User Base
Pinterest reached 522 million monthly active users in Q4 2024, up 12.2% from 465 million in 2023 (Business of Apps, 2026). Key numbers:
- Weekly active users: ~275 million (Marketing LTB, 2025)
- 57% of users access the platform at least once a week (Business of Apps, 2026)
- Ad reach: 340 million users in January 2026, up 10.6% year-over-year (Charle Agency, 2026)
Geographic Distribution
| Region | MAU (millions) | Share |
|---|---|---|
| Rest of World | 307 | 59% |
| Europe | 145 | 28% |
| United States | 101 | 19% |
80% of Pinterest users are outside the US, yet the US drives 78% of revenue (Business of Apps, 2026). Brazil is the second-largest market with 38.93 million users, followed by Mexico (24.68M) and Germany (19.33M) (Charle Agency, 2026).
Gender
- 71% female, 16% male, 13% unspecified or non-binary (Business of Apps, 2026)
- Women 18-24 make up 20% of all users, the largest single demographic segment
- Women 25-34 account for another 18.5% (SocialPilot, 2025)
Age Distribution
- 18-24: Largest group overall
- 25-34: Second largest
- 35-44: Significant presence
- 65+: 5.4% of users (Charle Agency, 2026)
Gen Z on Pinterest
Gen Z is Pinterest's fastest-growing demographic and is reshaping how the platform is used:
- 42% of Pinterest's MAU are Gen Z (Charle Agency, 2026)
- Gen Z usage grew 20% year-over-year (RecurPost, 2026)
- Gen Z saves Pins at 2.4x the rate of other generations (Charle Agency, 2026)
- In luxury categories, 70% of Pinterest's audience is under 35 (Charle Agency, 2026)
- Primary use cases: college prep, apartment decor, style inspiration, career planning
Unlike Instagram or TikTok, Gen Z uses Pinterest as a planning utility. They're organizing future goals, not comparing present lives.
US Socioeconomic Profile
- 31% of US adults use Pinterest (Charle Agency, 2026)
- High-income skew: users earning $100K+ over-index (RecurPost, 2026)
- College-educated users over-represented (Charle Agency, 2026)
- Rural (34%) > Suburban (32%) > Urban (30%), an unusual distribution pattern (RecurPost, 2026)
- ~40% of Pinterest users are parents (Marketing LTB, 2025)
Pinterest Engagement and Content Patterns
Mobile Dominance
- 82% of users access Pinterest through the mobile app (Charle Agency, 2026)
- 88% of total traffic comes from mobile devices (SQ Magazine, 2025)
- Android 54% / iOS 46% of mobile sessions (SQ Magazine, 2025)
- Mobile app users save 2x more Pins than web users (RecurPost, 2026)
Shopping and Commerce
Pinterest has evolved into a major shopping platform. Over 25% of time spent on Pinterest now involves product discovery or purchase planning:
- 85% of weekly users have purchased based on brand Pins (Charle Agency, 2026)
- Pinterest shoppers spend 80% more monthly than users on other platforms (Charle Agency, 2026)
- 40% larger basket sizes on average (Charle Agency, 2026)
- 46% of weekly Pinners discover new brands or products (Charle Agency, 2026)
- Pinterest generates $4.30 in sales per $1 spent on ads (SocialPilot, 2025)
Video Growth
- ~1 billion videos watched daily on Pinterest (SocialPilot, 2025)
- Video views increased 240% year-over-year (SQ Magazine, 2025)
- Idea Pins generate 8x more engagement than static images (Charle Agency, 2026)
Content Scale
- 500 billion+ ideas saved since Pinterest launched (Charle Agency, 2026)
- 1.5 billion Pins saved per week across 4 billion boards (Charle Agency, 2026)
- 10 billion+ boards on the platform (Charle Agency, 2026)
- 10 million+ active creators globally (SocialPilot, 2025)
Pinterest Growth Over Time
User Growth Timeline
| Year | MAU (millions) | YoY Change |
|---|---|---|
| 2016 | 135 | |
| 2017 | 185 | +37% |
| 2018 | 231 | +25% |
| 2019 | 300 | +30% |
| 2020 | 416 | +39% |
| 2021 | 454 | +9% |
| 2022 | 433 | -5% |
| 2023 | 465 | +7% |
| 2024 | 522 | +12% |
Pinterest experienced a post-pandemic dip in 2022 (down from 454M to 433M) as lockdown-era crafting and home improvement interest faded. Growth resumed in 2023 and accelerated in 2024, driven by Gen Z adoption and the pivot to commerce.
Revenue Growth
| Year | Revenue | YoY Change |
|---|---|---|
| 2020 | $1.6B | |
| 2021 | $2.5B | +56% |
| 2022 | $2.8B | +12% |
| 2023 | $3.0B | +7% |
| 2024 | $3.6B | +20% |
| 2025 (est.) | $4.2B | +17% |
Q4 2024 was Pinterest's first billion-dollar quarter at $1.15B in revenue (Marketing LTB, 2025). Revenue growth has outpaced user growth since 2023, driven by improved ad products and the Amazon shopping partnership.
Revenue Per User
| Region | 2024 ARPU | YoY Change |
|---|---|---|
| US and Canada | $29.15 | +14% |
| Europe | $4.24 | +14% |
| Rest of World | $0.59 | +18% |
| Global Average | $6.94 | +8% |
AI and Shopping: What Changed in 2025-2026
Under CEO Bill Ready (ex-Google Commerce), Pinterest has aggressively integrated AI and shopping features since 2022. These changes are reshaping how users interact with the platform.
AI-Powered Features
- Pinterest Lens: 850 million visual searches in H1 2025, up 27% year-over-year (Charle Agency, 2026)
- Body type filter: Launched March 2024, lets users filter fashion results by body type range. Expanded to men's fashion (The Verge, 2024)
- Inclusive search: Beauty and fashion searches can be refined by hair pattern, skin tone, and body type (Fast Company, 2025)
- Pinterest Predicts: AI-driven trend forecasts with 80% accuracy (Charle Agency, 2026)
- Trends are now evolving 4.4x faster than seven years ago (Charle Agency, 2026)
Pinterest calls its approach "additive AI": AI that enhances representation rather than replacing human creativity (Fast Company, 2025). This contrasts with platforms where AI primarily drives engagement through recommendation algorithms.
Shopping and Commerce
- Amazon partnership enables seamless shopping from Pinterest to purchase (RecurPost, 2026)
- Shopping ads deliver 3x higher conversion and 2x positive incremental ROAS (Charle Agency, 2026)
- Session-to-click conversion rate improved 9% in 2025 (SQ Magazine, 2025)
- CPC of $0.10 to $1.50, roughly 30-40% lower than Facebook and Instagram (Charle Agency, 2026)
- Creator Rewards expanded to 14 countries in 2025 (SocialPilot, 2025)
Mental Health and Pinterest Usage
The UC Berkeley Study
In 2023, a UC Berkeley research team led by Professor Dacher Keltner (Faculty Director, Greater Good Science Center) conducted the most comprehensive study of Pinterest's effects on well-being.
Study details:
- 418 participants across 8 countries (US, UK, Australia, Brazil, Canada, France, Germany, Japan)
- 14-day intervention: daily 10-minute Pinterest sessions vs. neutral online activity (jigsaw puzzles)
- Measured via Maslach Burnout Inventory, vagal tone, daily emotion scales
Key findings:
- Pinterest group experienced reduced burnout during high-stress periods
- Pinterest users slept 7% longer than the control group
- Social well-being increased for the Pinterest group while it fell for the control group
- Pinterest users preserved capacity for positive emotions (contentment, gratitude, compassion) even under high burnout
Co-researcher Daron Sharps, PhD (Head of Research, Pinterest) helped develop the "inspiration intervention" framework showing that actively seeking inspiring content produces different outcomes than passive scrolling. Pinterest committed a third of its philanthropic funds to advancing emotional well-being among young people based partly on this research.
Why Pinterest Is Different
Several design features contribute to Pinterest's positive mental health profile:
- No prominent likes or follower counts, reducing social comparison pressure
- 96% of searches are unbranded, meaning users come with purpose, not to measure themselves against others
- Intent-driven model (search/save) vs. feed-driven model (scroll/compare)
- 78% of users report feeling good after using Pinterest (Charle Agency, 2026)
- Compassionate search (launched 2019): anxiety-relieving exercises appear in search results for distress-related queries (Wired, 2019)
Pinterest also signed the Inspired Internet Pledge and partners with the American Academy of Pediatrics and the US Department of Health and Human Services Center of Excellence on Social Media and Mental Wellness.
The Caveat
Pinterest's research has limitations. The UC Berkeley study was partly funded by Pinterest. And 14 minutes per day of any intentional activity would likely outperform passive scrolling. The key insight isn't that Pinterest is uniquely healthy. It's that Pinterest's design model produces shorter, more intentional sessions that are less likely to spiral into mindless consumption.
How to Manage Pinterest Screen Time
At 14 minutes per day, Pinterest isn't the screen time problem that TikTok or Instagram tends to be. But even a quick check can derail focus during deep work. If you want to keep Pinterest to its healthy default:
- Set a Screen Time limit on iPhone: Settings > Screen Time > App Limits. A 15-minute daily limit matches the healthy average. Enable "Block at End of Limit" with a passcode for real enforcement.
- Use Focus Mode during work hours: Settings > Focus. Create a "Deep Work" focus that blocks Pinterest notifications and hides the app during 9-5.
- Remove Pinterest from your home screen: Long-press the icon > Remove from Home Screen. The app stays in your App Library but stops triggering reflexive opens. Most app launches are habitual, not intentional. Removing the visual cue breaks the loop.
- Block the website too: If you use Screen Time restrictions on the app, also add pinterest.com and pin.it to your "Never Allow" list under Web Content. Otherwise you'll just open Safari instead.
Apps like Blank Spaces take the home screen approach further, replacing colorful app grids with minimal layouts that make every app launch a conscious choice rather than a reflex.
FAQ
How much time does the average person spend on Pinterest per day?
The average Pinterest user spends approximately 14 minutes per day on the platform, or about 1 hour 49 minutes per month. This is the lowest daily usage of any major social media platform. Average session length is 14.2 minutes across mobile and desktop (Marketing LTB, 2025; DataReportal).
Is Pinterest addictive?
Pinterest shows the lowest addictive potential of any major social platform. Its search-and-save model doesn't use the infinite scroll, autoplay, or streak mechanics that drive compulsive use on TikTok, Instagram, and Snapchat. A UC Berkeley study found Pinterest sessions actually improved well-being rather than diminishing it. That said, any app can become a distraction during focused work.
Is Pinterest better for mental health than other social apps?
Research suggests yes. The 2023 UC Berkeley study (418 participants, 8 countries) found that daily 10-minute Pinterest sessions reduced burnout, improved sleep by 7%, and preserved positive emotions under stress. Pinterest's lack of prominent likes, follower counts, and social comparison features contributes to a healthier engagement pattern. 78% of users report feeling good after using Pinterest.
Why is Pinterest screen time so much lower than other platforms?
Pinterest's design model is fundamentally different. Users search for what they want, save it to boards, and leave. There's no algorithmic feed pulling you into an infinite scroll. Content has a 3.78-month half-life (vs. 49 minutes for tweets), so there's no urgency to check constantly. And 96% of searches are unbranded, meaning users arrive with intent rather than browsing aimlessly.
How many people use Pinterest?
Pinterest had 522 million monthly active users in Q4 2024, up 12.2% from 465 million the year before. Approximately 275 million are weekly active users. The US has 101 million users, Europe has 145 million, and the rest of the world accounts for 307 million. Gen Z makes up 42% of the total user base.
What do people use Pinterest for?
93% of users use Pinterest to plan purchases. Primary use cases include home decor and renovation ideas, recipe planning, fashion and style inspiration, wedding planning, and DIY projects. Gen Z specifically uses it for college prep, apartment planning, and career boards. Over 25% of time on Pinterest is spent on product discovery and shopping.
Is Pinterest growing or shrinking?
Pinterest is growing. After a post-pandemic dip in 2022 (down 5% to 433M users), the platform rebounded to 522 million MAU by Q4 2024 (up 12.2% YoY). Revenue hit $3.6 billion in 2024, with Q4 2024 marking Pinterest's first billion-dollar quarter. Gen Z adoption (up 20% YoY) and the commerce pivot under CEO Bill Ready are driving growth.
How does Pinterest compare to Instagram for screen time?
Pinterest users spend about 14 minutes per day vs. Instagram's 33 minutes per day. Instagram uses algorithmic feeds, Stories, and Reels designed to keep users scrolling. Pinterest uses search-and-save. Instagram content has a 19-hour half-life; Pinterest content lasts 3.78 months. The platforms serve different purposes: Instagram is social comparison and entertainment, Pinterest is planning and discovery.
